Changing Youth Segments' Perception of Grameenphone Services
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Grameenphone is the leading telecommunication operator in Bangladesh having the largest mobile phone customer base and the widest network coverage. The right and contemporary use of technology is the key to the progress of a nation. Keeping this in mind, Grameenphone always brings the future proof technology in order to facilitate your progress. The possibilities in this new world are immense and someone as bright as you should not be behind in anyway. At the end of the day, all the individual progresses accumulate to the progress of the beloved motherland. Grameenphone promises you to bring the best of communication technologies so that you can Go Beyond.
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Changing Youth Segments' Perception of Grameenphone Services
- 1. CHANGING YOUTHSEGMENT’S PERCEPTIONOF GRAMEENPHONE SERVICES GRAMEENPH0NE
- 2. METHODOLOGY
- 3. METHODOLOGY 3 DATA COLLECTION Surveys and informal interviews Articles, Reports, Websites, etc
- 4. METHODOLOGY 4 340 5% 209 6.37% TARGETED SAMPLE SIZE ACHIEVED SAMPLE SIZE PRECISION SIGNIFICANCE LEVEL
- 5. METHODOLOGY 5 2 3 1 4 CONTAINS “YES/NO” QUESTIONS CONTAINS 5 POINT LIKERT SCALE QUESTIONS CONTAINS SUBJECTIVE QUESTIONS ONLINE INTERFACE PROVIDED QUESTIONNAIRE DEVELOPMENT
- 6. GRAMEENPHONE
- 7. OVERVIEW ON GRAMEENPHONE 7 Inception: March 26, 1997 Reached to 6 divisions by 2000 Had 1 million customers by 2003 Reached 10 million by 2006 Changed logo to match with parent company in Nov 2006 Changed “Stay close” to “Go beyond” in Jan 2013 1997 2000 2003 2006 2006 2013
- 8. OVERVIEW ON GRAMEENPHONE 8 VISION Empowering societies Improving lives Building societies Securing a better future
- 9. OVERVIEW ON GRAMEENPHONE 9 ASSOCIATING CUSTOMER PASSION TO GP’S SUCCESS HELPING CUSTOMERS CONNECTING THEM MISSION
- 10. OVERVIEW ON GRAMEENPHONE 10 VALUES Make it easy Keeping promises Be inspiring Be respectful
- 11. OVERVIEW ON GRAMEENPHONE 11 CALL PACKAGES Nishchinto Bondhu Amontron Shohoj Spondon Aapon Smile Djuice My zone Xplore(postpaid)
- 12. OVERVIEW ON GRAMEENPHONE 12 PROMOTIONAL ACTIVITIES
- 13. TELECOM INDUSTRY
- 14. OVERVIEW ON TELECOM INDUSTRY 14 1.2% 25.2% 41.5% 7.2% 22.3% 2.6% GP BLINK CITYCELL AIRTEL ROBI TELETALK
- 15. OVERVIEW ON TELECOM INDUSTRY 15 COMPARISON OF YOUTH PACKAGES Parameters GP Bondhu Banglalink Play Robi Damal Samal Airtel Super Adda F&F 15 16 13 29 Super F&F 1 1 2 Other F&F 14 15 11 Super F&F call rate (excl. VAT) 30 paisa per minute 25 paisa per minute 25 paisa per minute 29 paisa per minute (A2A) F&F call rate 66 paisa per minute 32 paisa per minute (on net) 60 paisa per minute (off net) 60 paisa per minute 60 paisa per minute Other operators BDT 1.50 per minute BDT 0.90 per minute to BDT 1.50 per minute BDT 0.90 per minute to BDT 1.50 per minute BDT 1.30 per minute
- 16. OVERVIEW ON TELECOM INDUSTRY 16 PORTER’S FIVE FORCES Threat of new entrants Bargaining power of youth buyers Bargaining power of suppliers Threat of substitutes HIGH MODERATE MODERATE LOW Threat of rivals HIGH
- 18. RESEARCH FINDINGS 18 CHART: Importance of factors in choosing mobile operators Importance ofcall rate Importance ofnetwork coverage Importance ofcustomer care Importance ofinternet packages Importan ce ofbrand loyalty Importance ofF&F Importance of factors 4.06 4.19 2.92 3.44 3 3.26 0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 IMPORTANCE OF FACTORS
- 19. RESEARCH FINDINGS 19 Perceived network coverage of brands Grameenphone Banglalink Airtel Teletalk Robi Citycell
- 20. RESEARCH FINDINGS 20 CHART: Perceived expensiveness of brands Grameenphone Banglalink Airtel Teletalk Robi Citycell Perceived expensiveness 4.57 2.98 2.28 2.65 3.01 2.87 0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 5 PERCEIVED EXPENSIVENESS
- 21. RESEARCH FINDINGS 21 CHART: Perceived youth orientation Grameenphone Banglalink Airtel Teletalk Robi Citycell Perceived expensiveness 2.76 3.48 4.3 2.6 2.87 1.96 0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 5 PERCEIVED EXPENSIVENESS
- 22. RESEARCH FINDINGS 22 CHART: RESPONSES REGARDING STRATEGIES Effectiveness of more F&F andnight time Effectiveness of sponsoringmore youth events Effectiveness of introducinginstitute based package Effectiveness of youth centricvideos Series 1 3.91 3.22 3.58 2.84 0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 SERIES 1
- 23. STRATEGIES
- 24. STRATEGIES 24 TARGET GROUPS 1 2 3 URBAN TRENDSETTERS FUN LOVING YOUNSTERS YOUNG PRAGMATIC
- 25. 2 3 1 STRATEGIES 25 #1 PROVIDING E-BOOKS Providing cellular online interface to download e-books Only GP users can download Will not matter if other users use it as GP is still the source
- 26. STRATEGIES 26 #2 SIMPLIFICATION AND CUSTOMIZATION OF INTERNET PACKAGES Present: data packages sold as per GB or MB Present: limited data package alternatives Proposal: Users can buy bulk packages of 10MB, 100 MB and 1GB Proposal: packages denoted by price and not data volume Proposal: Users can gift data packages
- 27. STRATEGIES 27 TRADEOFF BETWEEN F&F AND CALL RATE #3 Numbers of F&F taken Call rate (Paisa per minute) 14 F&Fs 66 paisa per minute 12 and 13 F&Fs 63 paisa per minute 10 and 11 F&Fs 60 paisa per minute 8 and 9 F&Fs 57 paisa per minute 5, 6 and 7 F&Fs 54 paisa per minute Till 4 F&Fs 52 paisa per minute
- 28. 2 3 1 STRATEGIES 28 INSTITUTION BASES F&F SERVICE #4 Introduce unique institution based packages All members will have auto f&Fwith all other members Institutions will be tracked through phone numbers
- 29. THANK YOU